Devising Customer Strategies, Reforming Points of Customer Contact
Many companies are working to transform their points of customer contact with an eye toward 10-20 years down the road. They are engaging in proof of concept (PoC) activities to test digitization, omni-channel strategies, AI, big data and other CRM and marketing technologies, and implementing reforms to become “platformers” that provide a range of products and services in customers’ everyday lives.
The reality, however is that these companies are failing to achieve their desired points of customer contact as part of their customer strategy or as an enterprise overall. It is because they are not pushing forward their various projects and PoC efforts under a single goal or a single direction.
It is important to understand what the aim is and what role each channel and/or touchpoint plays in achieving the desired vision, and to formulate a common direction and grand concept for your efforts. NRI provides support at every step, from developing a customer strategy that serves as the vision for various efforts to reform points of customer contact to implementing reform projects.
【The Importance of "Direction" in Reforming Points of Customer Contact】
Customer Experience (CX) Concept Development and Promotion Support
More and more companies are engaging in customer experience management to identify customer expectations, deliver experiences that meet or exceed such expectations, touch their hearts and enhance their loyalty.
However, have they made clear what the representatives of the company and of each business and each touchpoint should do with respect to CX, and what they want customers to be? Have they spelled out such definitions and are they pushing them forward as a companywide effort?
NRI offers comprehensive support in customer experience management, from defining a company’s unique customer experience, and identifying the functions, roles and authorities necessary for companywide implementation, to creating a framework for all employees to understand, experience and carry out CX.
【Overview and Framework of Customer Experience】
Support for Points of Customer Contact, Touchpoints and Channels
We also offer support specific to individual points of customer contact, touchpoints, and channels. We offer support services to perform a diagnosis to identify challenges currently being faced, develop the next concept for each channel, plan for systems setup and updates, carry out operational reforms, propose and implement inter-channel tie-ups, and propose and implement omni-channel strategies.
- Face-to-face marketing: stores, salespeople, agencies
- Web/online channels: online services, EC, support websites, smartphone apps
- Contact center, chat and other remote channels
- Other: VOC (Voice of Customer), mass promotion, DM/flyers, social media
【Example: Contact Center-Related Consulting Services】
We provide the following consulting services in the field of marketing: marketing research and STP (segmentation, targeting and positioning) proposal based on said research; marketing 4P (product, price, promotion and place) strategy development; CRM concept and implementation support; data analytics-linked marketing strategy proposal and policy promotion; and loyalty program-related support.
NRI specialists include consultants who provide marketing-related support to various industries; consultants with expert knowledge of different industries; and consultants specialized in analytics and marketing-related systems and other functions.
- Marketing research and STP proposals
- Marketing 4P (product and service strategy; pricing strategy; promotion strategy; channel strategy)
- Data analytics
- Loyalty program, etc.